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Business Web Marketing Article

The Google Grand Conjunction

How to extract winning keywords

and design high performance web pages

by Silvia Hartmann

 

One of the most, if not THE MOST important aspects of formatting a page for search engine success is the concept of MATCHING.

Your content needs to MATCH the hyperlinks on your page.

You need to MATCH the images to the content.

You need to match the content to the title.

The title needs to match the meta title.

The description needs to match the content, and the keywords, and the images and all of it NEEDS TO BE ALIGNED to the same end, basically.

 

It is incredible how many people either don't know this or just don't work it in practice.

 

I think that web marketeers and even professionals get hung up about some "special" keywords and develop tunnel vision.

For example, they might THINK that the keyword they need is "hypnosis CD", so they flood their keywords and such with that word, probably even the text.

But that really isn't it and it's not how it works.

The reason that it isn't where it's at is because CUSTOMERS AREN'T SEARCHING FOR HYPNOSIS CDS.

Anyone who's had a search engine for more than five minutes has LEARNED that this query will return 123,000,000,000 webpages and none of them are what you really wanted in the first place.

Right?

Would YOU put "hypnosis CD" into a search engine?

Well, of course you wouldn't.

You'd stipulate more qualifyers and quantifyers.

Such as, "hypnosis CD to get me to sleep" - and now, we're in the keyword wilderness territory.

As soon as you get more than one or two words, the variations on what REAL LIVING PEOPLE actually type in become insanely endless.

You could say, it becomes totally unpredictable and way too complicated to even try and make a web page for this.

So, what we have to do is work it the other way around, namely by focussing in on OUR OWN PRODUCT or the article or OUR OWN CONTENT - and then FLAG IT CORRECTLY so folk who are searching for this can successfully find it.

This is a reversal movement of "presenting" something  rather than "trying to run after the customers", and if you can get your head around it, the search engine world is your oyster.

So let's say for example that I want folk who suffer from sleepless nights and type in just about anything either then or the next grey weary day in the office to FIND my Lullaby Delta Trance Deep Sleep Hypnosis CD.

How do you like that product title?

Do you know what it is, or do I have to explain this further?

This is a bit of a side track but if you are now making new products or services, there is much merit in TITLING the thing in such a way that folk are left in no doubt as to what it is and what it does, because that helps so immensely with internet marketing. It also helps with all other forms of marketing, of course, and is a good habit all around.

So.

The Lullaby Delta Trance Deep Sleep Hypnosis CD

That's our page title and meta title, it is our product title and appears in sales calls, sales links, and the alt and image title tags for the cover. You can also use it to name page components such as:

<img src="lullaby-green-divider.jpg" title="Lullaby Delta Trance Deep Sleep Hypnosis CD theme green divider" alt="Lullaby Delta Trance Deep Sleep Hypnosis CD Green Divider">

That whole phrase is also a single keyword set and now, and without ANYTHING ELSE, we already have a basic set of full matching components to make a satisfactory display for our spidery robots so they may deliver this to anyone searching on any combination or variation of these things.

That page is safe, sound, and it will be served (aha! served!) TO seekers worldwide now.

Now we can personalise this further. And we do NOT do this by keyword research or "brainstorming possible keywords" because frankly, you can't second guess 25 million INDIVIDUALS, or you'd just go mad, basically.

You would also dilute your page to uselessness, so instead, we now write an explanation, sales page, infomercial, article, or whatever to PROVIDE FURTHER INFORMATION about the product or service.

In the case of the Lullaby (Lullaby Delta Trance Deep Sleep Hypnosis CD!), I simply wrote down why and how we made it, and why it works, using NATURAL LANGUAGE all the way through.

Here is an excerpt from that text:

After a day straight out of a horror movie, I crawled off to bed with a raging headache. The muscles in my back were locked tight and the pain in my head so bad now, it was streaming out into my jaw and teeth, and exhausted as I was, I could not find rest, or drop off to sleep.

What do you do?

I don't do sleeping pills, so I cast around for a hypnotic meditation to take my mind of my troubles and help me get to sleep. But even my favourite meditation was on this occasion, just not up to the task.

It had too much going on, asked too much of me in the way of co-operation, relaxation, "feeling all comfortable" and I had literally NOTHING left to give.

It didn't work and I spent the night in HELL.

 So now, to find the keywords to match this text.

That's really quite simple.

You look at THE TEXT THAT IS THERE and highlight the unique phrases (and guess what, now that you've written something like a human being would, YOU ACTUALLY HAVE SOME! unique phrases!!) to give you your keywords.

After a day straight out of a horror movie, I crawled off to bed with a raging headache. The muscles in my back were locked tight and the pain in my head so bad now, it was streaming out into my jaw and teeth, and exhausted as I was, I could not find rest, or drop off to sleep.

What do you do?

I don't do sleeping pills, so I cast around for a hypnotic meditation to take my mind of my troubles and help me get to sleep. But even my favourite meditation was on this occasion, just not up to the task.

It had too much going on, asked too much of me in the way of co-operation, relaxation, "feeling all comfortable" and I had literally NOTHING left to give.

It didn't work and I spent the night in HELL.

Let's type them down, just for an exercise:

<meta name="keyword" content="raging headache, muscles locked tight, pain in head, find rest, drop off to sleep, sleeping pills, hypnotic meditation, help me get to sleep, nothing left to give, night in hell">

Now of course, that's not all the keywords (you should think key PHRASES really, that's much closer to the truth) we will have on the page. The product title and description as above, The Delta Trance Deep Sleep Hypnosis CD Lullaby, are in evidence too, but this is about getting the real keywords, the one that put YOUR PAGE on the top ten out of millions of competitors.

These keywords COME FROM THE TEXT that is there, rather than any manipulation; in other words, THEY MATCH THE TEXT perfectly.

Not only that, they MATCH EACH OTHER and clearly belong to a logical set that although it doesn't strictly add the numbers in a linear fashion on keyword density, actually enhance each other because they're all to do with the topic - namely someone who can't sleep finding our page and buying the CD as the result.

Lastly, chances are they will MATCH what REAL HUMAN BEINGS type into the search engine.

You got to think of the search engine spider robots as NOT THE END RESULT of the game, but simply little eight legged messengers that relay between you and all the people out there who really NEED AND WANT YOUR STUFF.

The end result is of course, PEOPLE and NOT robots.

Robots buy nothing.

So, and to sum up, here are the main principles once more in brief.

1. Each page you make is a separate creation and must be treated completely as a unit in its own right, with all components designed for that one single page.

2. The most important thing is to MATCH all components of the page to the PURPOSE of the page. The purpose of the page is the title and that should be totally explanatory in one sentence of what the page is about.

3. Matching the image descriptions, title tags, hyperlinks, meta description, meta title, etc. to the purpose of the page brings a harmonic UNITY OF PRESENTATION which is what the spiders are actually looking for.

4. Beyond the repetition of the main keywords from the title/description, in the content section (meta content, meta keyword) you extract the unique phrases of natural language that YOU USED to describe the purpose of the page. THIS IS WHAT MAKES YOUR PAGE ABSOLUTELY UNIQUE and lifts it up and above the faceless crowd of folk who just lob in the keywords THEY thought they SHOULD be trying for.

5. It is in the conjunction of MATCHING the title set (meta title, meta description, page component titles and descriptions) AND the keyword set (actual page content, meta content and meta keywords) to each other that the uniqueness arises that is being so highly treasured by the robotic friends to list you.

6. If you can get this grand conjunction, you will have a page that IS EXACTLY WHAT IT SAYS IT IS and being presented to visitors as EXACTLY WHAT IT IS - and the visitors are delighted because THAT'S EXACTLY WHAT THEY WERE SEARCHING FOR.

7. So not only is this good sense in every way for the robots and the search engine listings, but also for anyone who wants SPECIFIC people to COME TO THEM and be-come visitors who turn into (customers, contributors, contacts etc).

 

And, once again, you don't need to be sly or super-clever, just the one thing that so very few people seem to be - sensible, upfront, honest and just CORRECT in their alignment between description, product, purpose and performance.

Isn't it nice to know that it's true - the REALLY good guys ALWAYS come FIRST?

Enjoy your web marketing!

Silvia Hartmann

The StarFields Network

https://starfields.net

 


Business Inspiration with Silvia Hartmann

 

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